When TNT launched in Belgium last year, the TV channel hired the Duval Guillaume Modem ad agency to help them introduce the brand to a new audience. The ad campaign that followed — "Push to Add Drama" — went ultra-viral online and was hailed as one of the most creative campaigns in recent memory.

This year, when TNT was gearing up to launch in the Netherlands, they again hired Duval Guillaume Modem to spread the word. Knowing that a really good campaign is hard to come by, the agency decided instead to recycle their popular "Push to Add Drama" concept.

But there's a twist: Instead of the drama unfolding around those who dare to push the big red button, the formerly passive passers-by are now part of the action themselves — gunfights, explosions, and all.